Jose Moreno, the CMO of USA Pickleball, joins us in this episode to share USA Pickeball’s journey from a small governing body (with just 4-5 employees a few years ago), to now leading the charge as the fastest-growing sport in America. How did they do this? - By building a strong sense of community around the sport. Jose emphasized the importance of constant listening and adapting to authentically 'build credibility' with their player base, instead of simply dictating from the top down. The brand built credibility in the niche through strategic partnerships with brands from other industries, l ..read more

Dylan Jones, the CMO of Podium Nutrition joins us in this episode to share the story of Podium - from a small CrossFit supplement brand to an emerging lifestyle performance brand, with ambitions to become the leading nutrition brand for Olympic athletes by the 2028 Los Angeles Olympics. The key? Focusing on lifestyle and entertaining content to build authenticity over traditional product marketing. Dylan talks about the importance of understanding the core "pain points" of a niche audience and creating valuable content & experiences around those points, rather than just “pushing products ..read more

In this episode, we are joined by  Bryant Garvin, Head of Marketing & Growth ? at Ozlo Sleep. Bryan offers a fresh perspective on the age-old debate between brand building and performance marketing. He introduces ‘performance branding’ - an approach that focuses on building brand awareness through emotionally resonant & entertaining content, while strictly measuring & optimizing for performance metrics. This simple strategy has been key ?to the success of brands like Ozlo, and Purple, where he previously worked. When you want marketing to be ‘successful’, you need to have some ..read more

In this insightful episode, Ashley Boyce, CMO and co-founder of Noteworthy, takes us through their journey of building a perfume brand that dares to be different in the competitive $48bn fragrance category.  Noteworthy is a challenger brand that’s empowering consumers to discover their unique signature scent using AI, moving beyond the traditional designer and celebrity endorsements.  In the episode, Ashley discusses the importance of creating products that not only meet a tangible need but also carry a deeper meaning for consumers, similar to Dove's approach to female empowerment. S ..read more

In this episode of Scratch, the Chief Brand Officer of Who Gives A Crap ?, Ronalee Zarate-Bayani, joins us to share how they've turned their unique brand identity and commitment to purpose into their superpower. You’ve probably seen Who Gives a Crap, you know, the colourful wrapped toilet rolls that decorate your cool friend's toilet? Well, you’ll be surprised to hear that Who Gives a Crap is leading the charge when it comes to disrupting and dominating the $31bn toilet paper segment. In this episode, Ronalee talks about the importance of understanding what makes your brand special and using t ..read more

?️In this week's episode of Scratch, the VP of Marketing at DuckDuckGo - Cristina Stanley, joins us for an enlightening discussion on the strategies that have helped DuckDuckGo take on industry giants like Google Chrome & Safari. DuckDuckGo is an independent alternative to Google that prioritizes online privacy and does not spy on their customers. Cristina’s transition from CPG to tech offers a unique perspective on marketing's role in driving growth and innovation. Being a challenger brand, DuckDuckgo has had over 71 Billion searches since its inception, and it’s continuing to grow. She w ..read more

As marketers, we all want to know what truly drives the growth of challenger brands. We all want to see massive user growth, successful campaigns, and ultimately, we want marketing to have an impact. So why are these so hard to achieve?  In this fast-paced, ever-evolving world of marketing, the volume of information can be overwhelming at times and obsolete at others. It’s a daunting and steep learning curve for marketers who are on a mission to change their categories or their entire industries.  In this week’s episode, we take a deep dive into how to market like the best brands in ..read more

Footer For Simplecast In this episode, Johny McMahon, the GM & Chief Content Officer of World Chase Tag joins us to discuss how content has been a key pillar in the explosive growth of World Chase Tag. Over the course of 11 years, World Chase Tag has grown to a remarkable level. ??The stakes of the sport are extremely high, with viewership over 1 Billion in 34 countries with 3.6M followers. ?? For those of you who don't know what World Chase Tag (WCT) is, it's the same 'Tag' you played as a kid, but on a whole new level, blended with elements of parkour and freerunning. In WCT, stunt ..read more

In this insightful episode, we join Susan Allen, co-founder of Here We Flo, as she shares the journey of her brand in the ever-evolving personal care market. Here We Flo stands out in the crowded personal care category with its unique focus on sustainable, natural products for period care, sensitive bladders, and sexual wellness.  Susan discusses the intricacies of building a unique brand voice in the personal care sector, focusing on authenticity and relatability. She highlights how Hereweflo effectively employs humour, inclusivity, and storytelling to captivate a wide range of customers ..read more

Welcome to another episode of Scratch. In this episode,  Eric sits down with the brilliant Tom Rainsford, the Marketing Director of Beavertown Brewery. Beavertown began its journey as a small-scale brewery and has impressively ramped up to an annual beer production of 5 million litres, solidifying its place in the craft beer world. Apart from his monumental success with Beavertown, Tom is also a co-founder of the Giffgaff Mobile Network. His creative prowess extends even further: he's been ranked among Creative Review's 'Top 50 Creative Leaders' and has held positions as a Director of Bra ..read more